My thoughts on big data and data science: no, it's not hype

Each time a credit card is swiped or processed online, an analytic algorithm is used to detect if it's fraudulent or not (and the answer must come in less than 3 seconds most of the time, with low false negative rate). Each time you do a Google search, an analytic engine determines witch search results to show you, and which ads to display. Each time someone posts something on Facebook, an analytic algorithm is run to determine if it must be rejected (promotion, spam, porn etc) or not. Each Tweet posted is analyzed by analytic algorithms (designed by a number of various companies) to detect new viral trends (for journalists), or disease spread, intelligence leaks or many other things. Each time you browse Amazon, the customized content delivered to you is analytically "calculated" to optimize Amazon's revenue.